MANA 3001 - O'Neill: Home

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About this guide

This guide was written for Dr. Bonnie O'Neill's MANA 3001 course, which works on the X-Culture projects.

If you're living off campus and haven't yet downloaded/installed the VPN, immediately below are instructions about that. 

Why download/install the VPN? 

The VPN (Duo Mobile and GlobalProtect together) allows an off campus computer to look like it is on campus. This is how many library database vendors recognize that you are affiliated with Marquette University, and permit you to access to the library databases.

Below are several databases to use for all the X-Culture projects.  And these are databases to which I cannot create durable links to specific content or reports:  you will have to learn about them, how to search in them, what are their limitations and strengths.

On a separate page are starting point resources to use for researching each industry / country.  They are organized by the names of the X-Culture client companies.

APA citation help:

Off campus access methods (authentication)

Brief description of 3 authentication methods:

  1. New Library Login (OpenAthens):  Many library resources use this method for logging in; requires no setup. When prompted, select "Marquette University Libraries (AZURE)" and then sign in using your Marquette email/password.  
  2. Library Login (legacy version):  This method is quick and requires no setup.  Just login before clicking on library database links or when prompted to do so. A few library databases will not work with it. 
  3. VPN (virtual private network): The VPN requires you to download an app onto both your cell phone and your computer. A few library databases require it for off-campus access. Outline of the steps required for the VPN:
    • Register for Duo Mobile if you haven't already (see "detailed VPN instructions" linked just below).
    • Download Duo Mobile app onto your cell phone. Allow push notifications for it.
    • Download GlobalProtect app onto your computer. Complete GlobalProtect setup on your computer.
    • Find detailed VPN instructions from ITS here.

Market research databases

Here are some general guidelines for using these databases:

  • Passport:  has great international coverage. There is a video demo for how to search in Passport too.
    1. Industry coverage: its greatest strength is in consumer packaged goods, but it does cover other industries such travel and tourism.  When selecting geographies, you'll get better results if you select individual countries, rather than just regions.  (E.g. China and Japan, instead of Asia-Pacific.)
    2. Country economic and social indicator data:  use Passport to pull and compare statistics on the countries (e.g. population, education, income, consumption expenditures; business environment data) that you're evaluating and considering recommending.
  • IBISWorld:  coverage is primarily for the US, and uses the NAICS code as its organizing principle. However, it has very granular coverage of industries; it will help to explain the industry supply chain, even if you are more interested in other countries. 
  • Refinitiv Workspace's After Market Research module: some instructions with screenshots are available here.  In addition to those instructions, add "marketline industry profiles" in the Contributor field.  Or, simply send me an email request to meet and I'll walk you through the steps required.  Please include a few dates/times that are convenient for you!  
  • ABI/Inform Collection:  probably our largest trade article database. 

Technology market research databases

Both of these databases are aimed at IT and engineering professionals.  This means that there is a considerable learning curve when using them!  Allow the necessary time for it ...

Logging in with your MU ID/password is required.

Directory databases

If you're not sure about a NAICS code, use the Census Bureau NAICS look up.  

Education databases